I’ve talked about redesigning the web into a collection of interconnected pieces of content, and I’ve discussed monetizing such a paradigm. Now I’d like to go further into the value this reconstruction would bring to content creators, sharers, and users.
The way the web works right now, content creators and sharers typically must either have their own website or use third-party services in order to build an audience and make money. Under this paradigm, the websites (or their content streams) are the main point of interest, and the onus is on the site owners and managers to “keep the content fresh”. In the case of businesses, this includes finding and hiring/contracting creators and negotiating licensing agreements with third-party content providers. The now-now-now pace puts pressure on creators to write something, anything, in order to keep people coming back to the site. This has resulted in a glut of content that is posted for the sake of having new content posted. SEO marketing has exacerbated the issue with content posted for the sake of higher search engine rankings. People are wasting more and more time reading navel-gazing content that adds little value to the human community.
With a web that is truly content-driven, the focus would shift from trying to keep thousands of disparate sites and streams “fresh” to trying to produce and share content that is meaningful, impactful, and important. With IP issues handled through robust tagging, content would be available for anyone to share. Licensing would be streamlined, and creators would be directly paid for their work. Media houses could more confidently keep creators on staff; sharing would provide an obvious metric of a creator’s value. Creators could focus on more long-form pieces, knowing that their existing work would continue to be shared and monetized. There would be less pressure to post something, anything, every day.
The web has suffered from the adoption of the “always on” mindset. If there is nothing new to report, there is no need to invent something to report. Someone, somewhere, is always producing content; it’s a big world. Rather than polluting millions of streams with junk, media companies, news organizations, marketers, and individuals should shift their focus to finding and sharing value. Simply aggregating RSS feeds or repurposing content the way we’ve been doing it so far is not enough; it does not meet the needs of the user and it does not ensure that content creators are paid for their work. We need to rebuild the system from the ground up.